Raising a child can be a beautiful thing, but for some fathers, it triggers feelings of mortality now that the evolutionary imperative has been achieved. Aside from that brief inversion in 2015, dad bods aren't sexy. Neither is wheezing after everyday activities. For many people, the slow decline is just what happens with age. But for those that find the right motivation, plenty of self-improvement options await.
A Father's Day spot for asset management firm American Century, its first work from Figliulo & Partners, follows one such dad as he explores a new world of exercise, green smoothies and morning jogs. Sure, it's difficult, but he perseveres through broken shoelaces, blender mishaps, aches and pains and nosy neighbors. He gets stronger and faster. He does yoga.
And in the end, his reward isn't just feeling younger or looking better. It's Father's Day, after all, and in his more fit form, he can keep up with his daughter as she hits the trail on race day.
The 60-second spot is the first in the "Be More Invested" campaign, which is built on the insight that investment--emotional, financial or otherwise--makes people try harder. That goes for American Century clients, like this out-of-shape dad, and the company itself. "Race" is running on TV as well as online and on social media.